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The State of Marketing 2022 - Part 1: Top Digital Trends

January 20, 2022

Top 4 Digital Marketing Trends for 2022: Creators, Interactive Content, Conversational Marketing, and Niche Digital Communities

Creator Communities at Work

Find the Creators

Across Facebook, TikTok, Twitter, YouTube, and Snapchat—there is no shortage of ways for creators to build and sustain their communities, or for brands to support them. Instead of trying to build a community from the ground up, the smartest brands in 2022 will tap into creator communities to learn more about customers, simplify content creation, and build awareness and brand loyalty.

Build interactive content

For 2022, interactive content is and will remain king and social media is still the main avenue for brands to connect with the consumer. People want to connect personally with the brands they buy. Stay ahead of this trend and generate your creative materials such as quizzes and polls, interactive calculators, and useful videos that truly help solve real problems and concerns. One way to do this is through conversational marketing, employed through every channel – all serve the end goal of meeting your customers' needs. Dialogue-centric communications improve engagement to generate and convert more leads. Here's a tangible example...

Build a branded community

Our client MYSTERY RANCH is tackling this head-on in 2022 with a limited-edition, limited-run product releases called the Special Blend. These exclusive packs will be hand-built in Bozeman with USA-sourced materials. The best part? They will engage with their most passionate customers and listen to what they want in these limited edition packs. A 2-way street is what consumers want, and when you give them that, brand affinity grows, as does the “brand community.”

Hooray for Community

Tap into niche digital communities

Finally, digital communities are sprouting up left and right. No matter how obscure, people are looking to connect with the things and the people that matter most. Yes, this explains why freaky fringe groups and conspiracy theories have run rampant, but it also applies to the regular Joes and Janes who find online companionship with those who share their unique fetishes like (not kidding) ice chewers, shower beer drinkers, and those interested in a zombie preparedness initiative. Come again? If you’re into it, you can find others who are too. It’s the digital world we live in and we as marketers of things need to use what is at our disposal (the world wide web) to understand our customers better, engage with them and consistently adjust our strategies to grow our own niche communities.